You’re out at dinner and someone proposes an interesting question about an unfamiliar topic, and then everyone goes around voicing their best guess or thoughts. Only that doesn’t happen anymore. Everyone just looks around for a moment, some shrugs are exchanged and then one or two people whip out their smartphone and Google away. Boom. A world of knowledge is revealed with a couple taps.

Today, all utilities are treated equally, which is not necessarily something utility companies are all that excited about. Why? A utility company is compared to every other industry or company their customers interact with.

When it comes to utilities, potential customers might not know they are searching for your brand or service. Therefore, it’s important for utility companies to market themselves effectively by optimizing a customer’s experience through the utility website.

Many brands think that the best way to engage with their customers is through whatever channel is easiest for the brand. While some brands may think this philosophy works for them, the reality is this places an unnecessary burden on the consumer, and will likely cultivate frustration within your customer base. Brands using this approach may also be missing out on valuable feedback or insight by alienating customers who may not know how to communicate with you.

We’ve discussed in previous postings that all customers like engaging, personalized experiences. We learned at VI’s Utilities Summit in Colorado Springs, CO that customers' satisfaction is directly related to the recall of these personal messages and moments created by their utility company.

By 2020, millennials will account for 1/3rd of the adult population. Understanding the wants and needs of the millennial customer will be critical to the future of utility marketing. Compared to older generations, millennials are more socially conscious, with 83% distrusting large corporations.